Red Robin hands out Child ID Kits at grand opening events and did a giveaway in select locations last year, but "this is the first year doing a national program," said Jamie Minkin, communications manager for Red Robin.
"A few of the things that we focus on are the health, welfare, and education of children and families, and so this program really allows us to focus on that," Minkin said. "And it is also a great tie-in for us to leverage our family-friendly atmosphere and allow Red Robin to stand out among our competitors."
Working with AOR Linhart PR, Red Robin did media outreach nationwide, as well as more focused outreach in 15 priority markets, including Spokane, WA; Omaha, NE; Detroit, MI; and Indianapolis, IN. The campaign pitched parenting publications and blogs, and general news outlets in both print and broadcast.
While Red Robin is on Facebook and MySpace, the company isn't doing any specific social media outreach, though it has monitored blogs and Twitter mentioning the promotion.
Red Robin first partnered with NCMEC in 2006 and the two organizations have worked together to promote health, welfare, and education for children. Several Red Robin locations are also hosting picture day on July 19, where children can have their picture taken for the kits. This is a possible way to expand the program in the future, Minkin said.